When I was a young man. My first big boy job was in an industrial coal facility. It had been built back in the 1970s and the equipment was a reflection of that decade. Some of you may know a little bit about industrial electrical devices, but needless to say, there were large electrical buildings throughout the property that were controlling various conveyors and motors, with relay logic!

These buildings contained large breakers and most of them had lights as an indication of the run status of certain equipment. Back in the 1970s, it was common practice to have both a red light and a green light as indication lights for a breaker.

Part of my job there, when I was working swing shift, was to go through various buildings and check the running condition of various equipment, such as pumps and conveyors. The indication lights worked exactly backwards to what you might think.

A red light indicated that the machine was running while a green light indicated that the machine had been stopped but was in a ready condition to run.

As you might imagine, being a young man and used to regular traffic lights on the street. This seemed quite backwards. There were many occasions where I would be driving home before 5 o’clock the morning, after working a 12-hour night shift and subconsciously without thinking, I would see the red light at a traffic intersection, and proceed to drive straight through it. I was blessed not to have much traffic around me during those times!

This was not because I forgot the traffic laws, but rather it was a consequence of my brain being slightly reprogrammed due to the repeated action of doing my job at the coal facility.

Since I had practiced looking at red lights and interrupting that as “Go” while also interrupting green lights as “stopped,” that training carried over to various parts of my life.

About six months ago, I was showing my wife the chart of a stock I was considering purchasing. Her comment about the chart was very telling of the natural state of human emotions when it comes to the markets. She said, “It looks pretty bad!”

“That’s the point!” I replied.

See, it is very hard for us to retrain our minds to do the opposite of what we wish to do. When we buy stocks, it’s the natural inclination to buy stuff that looks successful, stocks that have a chart showing an upward trend.

In contrast, it is much more difficult to purchase stock when the chart looks abysmal. When the stock has fell off the cliff and is diving straight down.

There is a fear. We are afraid that no one will ever buy that stock again. However, this is not true. Part of learning to become an investor is going to require you to retrain your brain. It means gaining the ability to think “go” when you see red. Just don’t run any traffic lights!

Now, what on earth does this have to do with marketing?

Have you ever noticed how business shrink back from spending money on marketing when economic times start to appear “uncertain.” If business owner even gets a whiff of some like business having trouble, he will recoil like a freighted turtle. By the way…economic times are always uncertain!

Such behavior is the exact opposite of what should be occurring. Hard times are a green light for expansion. When everyone else contracts, the void is left open. The room is empty and the door is unlocked. Go ahead, enter!

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It happened again. Last week my wife posted something for sell on Facebook marketplace. Fortunately, the patrons and buyers of Fakebook did not disappoint. This was not the first item which she had attempted to sell on the platform. Our past experiences were beginning to illustrate a pattern of behavior which seemed odd to us both. That was until I figured out what was actually occurring.

If there is one word which can be used to describe the average buyer (I use that term lightly) on Fakebook, it would be “Flaky.” Yeah, flaky…just like a good pie crust. Why do I cast such a judgment? Well just consider my anecdotal evidence.

– One buyer agreed to meet me to acquire an item…I was still setting in the parking lot an hour later before I had to leave. – Multiple buyers give ridiculously unappealing offers…then even when agreed too, make no arrangements to purchase. – Multiple buyers inquire concerning availability, express interest in the item, then give no response-even when prompted! – Multiple buyers have been leery of accepting cash, preferring electronic payments over cash. Oh no, not that scary paper stuff.

It has really been amusing to experience.

This weekend, my wife and I were discussing this very topic when all of the sudden, it hit me. I know what the problem is.

This younger generation never attended auctions!

Yes, that is my main thesis. Allow me to put some flesh on it.

When I was young man in Kentucky, I attended auctions, trade days, swap meets, flea markets, private auto purchases (owner-to-owner), etc. These were a staple of my childhood. My wife too was privy to such dealings when she was a young girl. However, I suspect the majority of these young folks on the internet today do not understand anything beyond a credit card and an Amazon delivery vehicle. This has been their experience. Private transactions with strangers are something to be scared of. Is the act scary? In some cases it is, but the majority of the issue stems from a lack of experience and familiarity.

This is why someone will express interest in an item…and then never attempt to suggest a time or place to meet. They literally have no idea what the next step is. Why? is it because it requires more than clicking a mouse or swiping a thumb? No, it is because it requires the ability to make decisions in a confluence of seemingly unlimited options. We are all inclined to succumb to that weakness.

What is to be done?

I guess everyone below the age of 40 and living in America could just be written off as poor buyers, but that would be false and extreme. I think the burden has to fall on the seller. The burden of the transaction has to fall on me.

My suggestion to those of you still reading this article is to be more descriptive in your item postings. Answer all objections and questions before hand, in the posting. Basically selling and marketing 101. Here is an example of a common post I see on some selling platforms.

Computer Thinkpad X230

Good computer..local pickup only. $75 Firm

Here is a better posting

Computer Thinkpad X230

I bought this computer second hand back in 2019. Since then, it has been used mainly at my house and work. I updated the hard drive to an 500Gb ssd. Other than that, everything is stock. Please view the pictures and feel free to ask any questions you might have. It comes with windows 10 installed and the full office suite.
I am able to meet on Tuesdays and Thursdays from the hours of 5pm to 7PM
The meet location will be at the Shell station at 2467 Bigdeal Rd in Cowan, Ky
Please contact me if you are willing to purchase, no alternate offers will be accepted. Cash only.

The more you tell, the more you sell!

The next time you get ready to sell any product, give no quarter to ambiguity. Detail every thing which should occur. My second post above is still poor and should be greatly improved, but it is far better than the original.

People need to be told ahead of time how the transaction will occur. You being the seller, it is your responsibility to set the terms? Why? Because you own the product! So set the terms of the transaction and make sure they are known and clearly stated!

Want to learn how to really sell or market your product? https://measurableadvertising.com/

Which article would you rather read?

Learn how to lose weight fast!

or

This firefighter in New Orleans lost 47 pounds last month using a common pantry staple. Now, he is telling everyone exactly how he did it for free!

You see, headlines do matter!

One of those wouldn’t even catch your eye…the other one would stop you and make you read it!

That is what I do.

I write killer headlines.

The reason no one reads your emails – It is because they have no reason to open them.

Come.

Learn from me!

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It is like the chorus of a song, repeated by every owner I speak with?

Is it true?

Perhaps it is a bit more complex?

I think the common frustration which many owners are experiencing is the lack of mechanical aptitude within the general population. Technology has provided a means of “fixing our problems” with a screen rather than a screwdriver.

Yet the amount of educational resources and access to knowledge..including skills such as mechanical aptitude, has never been greater in all of human history.

What is really shocking is..none of that matters.

The reasons and events which have lead to owners experiencing these frustrations is of no value.

What is of value …figuring out what to do about it.

Complaining will not work!

Hiring from the same sources will not work!

We have entered a world where owners are going to have to create their own employees “out of clay.”

Today’s owner had better be figuring out how they can take ANY human off the street and make them worth more than their cost in a manner of weeks!

“That is impossible!”
“That will require too much training!”
“It can’t be done!”

Sure…everyone thinks that until someone does it. Guess what? Someone is going to figure this thing out! Why not you?

If you are in a position where you can’t market your services because your labor force is too small…this problem is the only one you should be focused on. The only one.

Would you be interested in a training program which could take someone with zero experience to usable in your organization?

What would they need to know?

No one is going to build this for you! We are going to have to do it!

What are the skills? What are the modules?

Let me know!

As I was setting there thinking about how lucky I was to be working as an intern while still in engineering school; it happened!

A salesman walked into the office.

He was a respectable gentleman, nothing of note in regards to his appearance.

Obviously he had made an appointment to speak with my boss, otherwise he would not have been allowed on the property.

It was when he sat down on the other side of my boss’s desk and began his sales presentation that my ears perked up.

I began to listen in, not necessarily on what he was trying to sell, or the methods which he was utilizing.

No, I was listening to the fact that he was selling!

I looked down on him. Filled with my smug “smarter than thou” “I am an engineer” complex, I looked down on the man for selling.

It wasn’t in a cruel way. I remember vividly thinking “Gosh, I sure am glad I don’t have to do that for a living. I couldn’t stand having to do what that guy does! Just look at how he got rejected.”

Those are the thoughts of a young man who knew much, but was lacking in wisdom.

Here is the thing. I know for a fact I was not along in casting judgments upon the humble salesman. Looking back, it is clear to me now that my thoughts about the man and the sales pitch he gave was an adequate declaration of my fear and cowardice. My judgments about him had nothing to do with him…they were a reflection of me.

I was scared to do what he did. I would not want to have to feed myself that way. I would not want to be rejected…Yet, I looked down on him?

That event colored my view of salesman for many years. Unfortunately, I didn’t become wise about sales until much later.

Engineering is a bewitching profession.

One gets to build what they desire, others admire and praise you for it, all the while receiving just a little more compensation than your other counterparts who work with you.

The accolades and your own ego blind you to the fact you are on the cost side of the ledger. There is little which can be done to expand your contribution to an organization. You are an Engineer…you are an expense.

That salesman whom I looked down upon so many decades ago understood something which took me years to learn. The largest rewards occur on the income side of the ledger.

Does that mean every person should quit their job and go sell boats? Of course not; However, it should make you look for opportunities which will allow you to participate on the income side of the scale?

Would you like help with your marketing? Schedule a call: CALL ME

Jonathan

I have been struggling for some time now trying to find a suitable CRM.

However, after many months of searching, I think I have stumbled upon a simple and elegant solution.

It is nothing more than a simple CSV file being used in conjunction with a few command line utilities.

Too simple, maybe…but it certainly has its benefits.

I am looking forward to taking it for a spin.

If successful, I will post a video on how to use it.

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Jonathan

There was a time where I was not honest with myself.

Every time I thought about making a cold call, I would find a reason not to do so.

You would be surprised at how creative the mind can be.

“Oh, they are probably out to lunch right now.”

“I am not really scared of rejection…I just have other things I need to be doing right now.”

“I can’t call without a good reason for the gatekeeper to let me past.”

Just look at all of those excuses.

So, its your turn. What lies are you telling yourself about your business?

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I recently was watching some great marketing guru on the world wide web and he brought up a very interesting question.

It was this: “Would you rather have one million dollars or one million names?

A question worth considering.

That made me question myself in like manner. I think I would rather have the one million names.

My next thought brought me to Today’s title…do I produce more than I consume?

Do I produce more YouTube videos than I watch?

Do I write more posts than I read?

Do I send more emails than I receive?

Which side of the equation am I truly on?

How about you?

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Jonathan

Yesterday I did a review of an advertisement I had noticed in Mother Earth News.

My main point in that video centered around the communication breakdown between graphic designers and those who write copy.

In that video, I highlighted an ad which demonstrated this concept perfectly.

The majority of the page was centered around a picture of a guy feeding a wood chipper.

The problem?

The majority of the copy was difficult to read due to it blending in with the trees.

Obviously, someone should have caught that before they spent $20k on some Ad…but they didn’t.

Is that difficult to believe? I guess not.

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A new realization came upon me the other day. Getting people to change habits is a hard thing to do.

On the surface, that seems obvious but hear me out.

I recently accepted the fact that my typing skills are sub-par.

This led me to the obvious conclusion…this is something to remedy.

Most sane people would simply take a few typing courses and be on their way!

Not me. I decided to teach myself touch typing and while I am at it- a better keyboard layout.

Why not make things as difficult as possible.

Even though I am convinced that this Dvorak keyboard layout is better, why in the world would anyone do this to themselves?

I understand why this layout didn’t catch on. Changing one’s typing habits is terribly difficult.

Which brings me to today’s main point. If your marketing message requires your customer to change their habits, perhaps you should rethink your message.

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